Neuromarketing: su estado actual y perspectivas de investigación

  • Pedro Duque-Hurtado Profesor, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0003-4950-8262
  • Veronica Samboni-Rodriguez Estudiante, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0002-3697-6705
  • Mariana Castro-Garcia Estudiante, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0002-1949-3808
  • Luz Alexandra Montoya-Restrepo Profesor, Facultad de Minas, Universidad Nacional de Colombia, Medellin, Colombia. https://orcid.org/0000-0002-4896-1615
  • Ivan Alonso Montoya-Restrepo Profesor, Facultad de Ciencias Agrarias, Universidad Nacional de Colombia, Medellin, Colombia. https://orcid.org/0000-0003-0959-3466
Palabras clave: neuromarketing, neurociencia del consumidor, comportamiento del consumidor, mapeo científico, bibliometría, revisión sistemática

Resumen

Este documento tuvo como objetivo llevar a cabo una revisión de la literatura para identificar la evolución y las tendencias de investigación en el área de neuromarketing. Para ello, se empleó un enfoque de mapeo científico como herramienta innovadora y apropiada para desarrollar revisiones sistemáticas de literatura, que integra la bibliometría y el análisis de redes. Se realizó una exploración de las bases de datos Web of Science y Scopus. Los registros obtenidos permitieron la construcción de la red de los documentos más relevantes en la materia, los cuales fueron categorizados en clásicos, estructurales y recientes. Este proceso permitió identificar tres perspectivas o corrientes de investigación. Además, se evidenció que el neuromarketing todavía es un área inmadura e incipiente con un bajo grado de consenso teórico.

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Publicado
2020-11-19
Cómo citar
Duque-Hurtado, P., Samboni-Rodriguez, V., Castro-Garcia, M., Montoya-Restrepo, L. A., & Montoya-Restrepo, I. A. (2020). Neuromarketing: su estado actual y perspectivas de investigación. Estudios Gerenciales, 36(157), 525-539. https://doi.org/10.18046/j.estger.2020.157.3890
Sección
Artículos de revisión